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1
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· Posted on
February 21, 2024

Foxtel throws a hail mary to renew its two-decades-long partnership with ESPN

Foxtel announced it will continue its two-decade-long partnership with ESPN across Kayo and Fox Sports.

What's the key learning?

  • Foxtel launched its streaming services in 2018, including Kayo, which effectively cannibalised its traditional business - but it worked well for them.
  • In the age of streaming, the strength of a platform often lies in the diversity and quality of its content.
  • Foxtel is hoping that the popularity of US sports in Australia will drive more subscribers to their streaming platforms.

👉 Background: Foxtel is the Australian pay TV network that launched back in 1995. It's a collab between News Corp (think: Fox) and Telstra (think: Tel).

👉 What happened: In 2018, Foxtel launched its streaming services, including Kayo, which effectively cannibalised its traditional business. But it worked - Foxtel now has more than 4.5 million subscribers and more than 3 million sports subscribers.

👉 What else: Now, it's announced it will continue its two-decade-long partnership with ESPN across Kayo and Fox Sports. We're talking about the NBA, NFL, Major League Baseball, and college sport games.

What's the key learning?

💡In the age of streaming, the strength of a platform often lies in the diversity and quality of its content.

💡Let's be real here, the NBL is good... But you ust can't compare the quality of Australia's best vs the world's best.

💡It’s a strategic move for Foxtel, because they’re hoping the popularity of US sports in Australia will drive more subscribers to their streaming platforms.

‍

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